Here's what I know about success.
Being good isn't enough. You must be unforgettable.
The experts who capture attention are the ones who stand out. They're compelling, distinctive, and impossible to ignore.
When I ask leaders and founders what's holding them back, they rarely mention skills or credentials. What they're missing is visibility in a noisy marketplace.
The solution isn't shouting louder – or posting more on social media.
The solution is laser-focused positioning.
The One-Degree Shift
Last month, I worked with a brilliant founder who couldn't understand why her brand and business wasn’t getting cut through - despite her impressive track record. On paper, she had everything: expertise, experience and excellent results.
What she lacked was positioning that made her memorable.
Together, we made what I call the "one-degree shift"—a small but powerful adjustment in how she positioned her expertise. Rather than describing herself as an “expert in online retail”, she focused on her unique talent for "translating the new digital economy for leaders in the retail industry”.
This subtle pivot changed everything. Within weeks, she was approached for a speaking opportunity, then an advisory role, and eventually, a new large-scale client contract that had never been publicly advertised.
Why Micro Beats Macro Every Time
In today's digital landscape, the battle isn't for attention—it's for mental real estate.
When someone needs expertise in your field, does your name immediately come to mind? If not, you may be positioning yourself too broadly.
Research from the Hinge Research Institute shows that specialists command fees up to 200% higher than generalists with the same experience.
Beyond pricing power, specialists enjoy:
- Higher referral rates (people can easily explain what you do)
- Less direct competition (you're competing on specialty, not price)
- Faster decision-making from clients (you're the obvious choice)
The Micro Authority Formula
This shift to micro authority requires three critical elements:
1. Uncommon Combinations
Look for the intersection of two skills or knowledge areas where you excel. The more unexpected the combination, the more memorable your positioning.
A client with a background in both ‘psychology’ and ‘sales’ created her micro authority as "the rejection-proof coach for early-stage entrepreneurs" - a niche that spoke directly to her specific audience's deepest fear.
2. Precision Language
Generic terms dilute your authority. Replace broad descriptors with precise language that paints a compelling picture of your expertise.
Instead of "marketing consultant," try "launch strategist for global fashion brands" or "lead generation specialist for direct selling businesses."
3. Consistent Reinforcement
Your micro authority must be reflected consistently across every touchpoint—from LinkedIn to casual conversations. Each interaction should reinforce your unique positioning until it becomes synonymous with your name.
This includes how you share your expertise. How can you help decode this space for your target audience? What exact questions do they need answered?
Your Micro Authority Challenge
This week, ask yourself: "If someone was searching for exactly what I do best, what specific phrase would they type into Google?"
That phrase is the seed of your micro authority position.
Refine it until it describes a space specific enough that you can own it, yet valuable enough that people actively seek it out.
Because if you want to become the most sought-after authority in your space, you must answer the one question that most experts can't.
What makes you unforgettable?